Marketing to Youth

Reaching a young audience

Marketing to Youth


Joeri Van den Bergh, Patrick Alders, Anneleen Boullart and Martijn Van Bijnen, ESOMAR, Qualitative, November 2014

This paper sets out research undertaken by Viacom International Media Networks (VIMN) in Northern Europe to better understand the lives and needs of millennials, how these build into trends and how VIMN can best serve this group.


Runa Gupta, Vartika Hali and Vishal Sampat, ESOMAR, Qualitative, November 2014

This paper describes the development of a sensory research method that used visually impaired people as research participants rather than costly sensory-trained panels, in the skincare category.


Marie-Julie Lorenzo , Warc Prize for Asian Strategy, Entrant, 2014

This case study explains how Avene make-up was marketed in China by using customers' social media accounts to deliver Avene's own message.


Sailesh Wadhwa, Warc Prize for Asian Strategy, Entrant, 2014

This case study explains how BIC, the men's shaving brand, built interest and trial amongst young men in Malaysia with an online campaign that fed expression and belonging for groups of friends.


Ronnie Thomas and John Gamvros , Warc Prize for Asian Strategy, Entrant, 2014

This case study demonstrates how Closeup, the Unilever-owned toothpaste brand, used gamification and occasion marketing to reach young people in India and Indonesia.


Shubhrojyoti Roy, Kamakshi Thareja and Pinaki Bhattacharya, Warc Prize for Asian Strategy, Entrant, 2014

This case study describes how Nokia, once the undisputed king of mobile handsets in India, was facing stiff competition.


Prasanna Kumar , Warc Prize for Asian Strategy, Entrant, 2014

This case study explains how Olay Body Wash, the toiletries brand, was marketed in China used a promise-keeping platform to grow unaided awareness and sales.


Case Study

Garnier: Hijack
Marie-Julie Lorenzo , Warc Prize for Asian Strategy, Entrant, 2014

This campaign launched Garnier PS Cream in China, with the creative based on the trend of young Chinese women to Photoshop their selfies before posting them on social media.


Case Study

Avene: Selfie
Marie-Julie Lorenzo , Warc Prize for Asian Strategy, Entrant, 2014

This case study explains how the Avene make-up brand won brand likeability with a social campaign.

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